Return On INvolvement - Oct '10
The growing relevance of communities on brands’ life requires a change in the way companies interact and collaborate with stakeholders. There is a need for new drivers to measure business performance and competitiveness.
Return On INvolvement (ROIn) measures the size of brand’s community compared to turnover. The higher the number of users per income, the higher the attraction of the brand and the viral potential. In Oct '10 we have updated the May'10 research on a group of 18 brands.
Brands have grown community size by 74% in 5 months, on average there is 1 user every €2.156 of turnover.
Look at the 3 tables below.